Do you see what I see? An examination of perceptions between advertising and public relations professionals

被引:2
作者
Supa, Dustin W. [1 ]
机构
[1] Boston Univ, Coll Commun, Dept Mass Commun Advertising & Publ Relat, Boston, MA 02215 USA
关键词
Advertising; Public relations; Integration; INTEGRATED MARKETING COMMUNICATIONS;
D O I
10.1016/j.pubrev.2016.02.007
中图分类号
F [经济];
学科分类号
02 ;
摘要
This study represents an initial step in the empirical understanding of integration as it relates to the advertising and public relations fields. Using a survey of practitioners (n = 1076) it finds that while many practitioners are aware of integration efforts within organizations, they may be less than enthusiastic about the concept. The results offer suggestions both for the practice and education of professional communication. (C) 2016 Elsevier Inc. All rights reserved.
引用
收藏
页码:408 / 417
页数:10
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